A lengthy and detailed description of board certification has been given already. Although debate will continue forever about superiority the best criteria is the reputation of the surgeon. This does not mean who has the flashiest ads because even the most five-star reviews can be manipulated. Experience of friends and neighbors probably is the best source of information. In researching the Internet for board certification the American Board of Medical Specialties (ABMS) lists the various boards that it recognizes. There are many boards that claim certification but the best, oldest and most thorough recognition is from the ABMS. Many professional organizations such as the American Society of Plastic Surgeons (ASPS and the American Society for Aesthetic Plastic Surgery (ASAPS) require full training in plastic surgery as well as board certification. Other organization such as the American College of Surgeons (ACS) offer fellowship after meeting certain training and practice criteria. Many pseudo-boards, organizations, and other groups claim superiority that have very loose criteria for qualification. The debate about superiority can be intense and sometimes contentious.This debate is compounded and conflated by the growth of paid advertisements, endorsements, and "awards programs". In most instances this stems from the monetary aspects including how much is spent in marketing and promotion versus how much is reaped from these expenditures. Ultimately, the consumer should perform due diligence, rely on credible sources of information such as friends, and follow gut instincts rather than marketing claims and campaigns.